Swedish irony

This piece of advertising quite aptly trashes the theory that “irony is the discipline of losers.” Though at first you might wonder what it is you are looking at, this video is basically a commercial for Sweden. It was shown during the Eurovision song festival and paid for with taxpayers’ money. But worth the investment when knowing that over 100 million viewers have learned what a great sense of humor Sweden has. That’s probably why even Prime Minister Fredrik Reinfeldt accepted to be part of it – laughing at himself and Sweden in general. What a stunt. I’ll give it “douze points.” Created by FLX and directed by Felix Herngren and Fredrik Falck.